<p align="Justify">How To Pick The Best Publications In Which To Advertise
Successful mail order dealers realize there are two
distinct groups of publications in which to place
advertising for maximum results.
The first group includes newspapers and magazines designed
to fill the needs, wants and interests of the "general
public". Theses "national" publications can be found on
newsstands across the nation.
The second group is what are called "trade" publications.
This consists of hundreds of mail order magazines,
newspapers, adsheets, etc. Contrary to what some
publishers of these "trades" claim, very few copies get
into the hands of the general public. Over 90% of the
readers are mail order dealers or those thinking of
entering mail order.
While an advertisement placed in one of the general public
newspapers or magazines may bring astronomical results,
the identical ad may fall flat when inserted in a mail
order trade publication... Likewise, and ad that has
sensational pulling power in one of the trades, may get
little or no response when it appears in national
publications... As with any other profession, most mail
order dealers are interested in what's happening in their
own field, plus they also read national newspapers &
magazines. However, the general public reads national
publication, but about 99% have very little interest in
the "internal" affairs of mail order. They couldn't care
less. This is very important to remember when placing ANY
ads.
Readers of mail order publications are interested in two
basics needs. First, how they can build-up their business
and increase their income. Second, ways of saving money.
Unless what you have to offer falls into either of these
two categories, ads placed in any mail order trade
publications are simply a waste of money.
With so many hundreds and hundreds of mail order trade
publications from which to choose, the logical question
is, where will an ad get the best results? There is no
100% accurate answer? It is a matter of "testing".
When selecting a publication to place an ad for the first
time, there are several things to be wary of.. First,
check the names of the advertisers appearing in the issue
you have available. If some of the better known names in
mail order are represented, you can be assured it is a
good newspaper or magazine to "try". Most of these
veterans know what they are doing and make certain their
ad dollars are wisely spent. So, follow the leaders!
Next, check the amount of "filler" copy that appears in
the publication. If more space is devoted to articles than
to advertisements, it is very possible that the
publication is "floundering"! Remember, it is the ads and
NOT the articles that support any publication. Lack of ads
means the publication does not have advertisers... Lack of
advertisers generally signifies that others have tried
advertising in that publication and were disappointed at
the results. They would then naturally stop advertising.
However, if you enjoy the articles and find them
informative, it is wiser to pay a small fee for a
subscription and forget about advertising.
A second warning signal of where NOT to advertise is by
the amount of space a publisher devotes to his or her own
offers. Let's face it. Any publisher would rather fill
their publication with ads of cash-paying customers. But
if dealers are reluctant to buy ad space, and generally
for good reason (poor response from previous ads), the
publisher has no alternative but to fill up the pages with
his or her offers. Other wise many of the pages would be
blank.
For a long list of some of the more popular mail order
publications, read "How To Receive Over 100 Mail Order
Magazines FREE"!...just $2 from above Publisher or Fun
Mates- FMS/14,, Box 6466, San Francisco, CA 94101.
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